Achieving triumph in the holiday season 2021: Lead the way, embrace mobility, adapt easily
The holiday shopping landscape has transformed significantly this year, shaped by the lingering pandemic, supply chain turbulence, and the spike in online shopping. Even though it may resemble a less magical holiday season, fear not, dear shoppers - there's still a whole lot of potential and excitement up for grabs!
With travel and experiences taking a backseat, retail sales are poised for a boost, making this season ideal for shining the spotlight on items that can bring comfort and joy to the hearts of consumers amidst the unease.
Marketers must stay agile and adaptable in the fickle world of holiday sales. Waiting around for certainty or finding solace in the fog is a luxury we can no longer afford. Instead, we have to channel the spirit of that bold reindeer with the unusual nose and guide the way forward, setting the pace for the pack.
Luckily, we've gleaned some valuable lessons from the previous year's retail saga. If you're up for the challenge, here's a roundup of insights to help you navigate the 2021 holiday season with grace and success.
Strike first and hardest
Establish your presence in your target audience's thoughts by branding early. Maintain that momentum till the end of the season to keep yourself top of mind as shoppers oscillate their brand loyalties more than ever.
Another practical reason for promoting early shopping? To avoid the inevitable increase in residential delivery costs from UPS and FedEx before you toss your Jack-O'-Lantern. With online shopping set to rise in various areas this holiday season, an early start could save you some extra cash.
Prioritize the 'mobile' zone
Fear of the pandemic has seeped into the 2021 holiday shopping season, and retailers must adapt to this reality. Many consumers will weigh their purchasing decisions even before they set foot in the store if they decide to enter at all. That's why your holiday messaging should kick off sooner rather than later, to attract those shoppers who opt for the secure comfort of their favorite online marketplaces.
And if you offer buy-online, pick-up-in-store or curbside options, make sure you shout them from the rooftops, as they're still key differentiators. During the pandemic, consumers grew to appreciate the convenience these services offer, and you should leverage them to your advantage. Plus, they're perfect for those procrastinators who miss the gold standard holiday shipping deadline.
Mobile devices will be at the forefront of this strategy. It's no secret that mobile social media is critical for product discovery, and top-tier retailers are aware that their online shopping experiences need to imbue the "wow" factor from their physical stores and translate it into customers' mobile feeds.
Embrace adaptability
Because of supply chain issues, you should focus on promoting items that are in stock, shifting the emphasis from the usual hot-ticket items. Set up easy-to-use templates that can quickly promote back-in-stock products, last-minute promotions, or gift cards. By doing so, you can keep the sales rolling in, even in the face of unforeseen disruptions.
On the flip side, shoppers will be more motivated to make their purchases due to the fear of missing out on limited inventory, making early holiday messaging more crucial than ever.
Dust off your antlers, dear retailers, because the holiday shopping season is going to be a wild ride this year. Anticipate the changes, stay one step ahead of the game, and you'll be merry and bright, leading the pack all the way to the New Year!
- In the uncertain world of holiday sales, reminiscent of the zest and speed of a reindeer, brands must establish themselves early and maintain a constant presence to stay top of mind for consumers faced with shifting brand loyalties.
- With the lingering fear of the pandemic influencing purchasing decisions, retailers should prioritize mobile devices for product discovery, ensuring their online shopping experiences are as immersive and captivating as their physical stores.
- As supply chain issues persist, marketing strategies should focus on promoting in-stock items, leveraging easy-to-use templates for back-in-stock products, last-minute promotions, or gift cards, to adapt to unforeseen disruptions and keep sales consistent throughout the holiday season.
